Solicitor website is ‘24/7 receptionist’

A strong online presence is essential for solicitors seeking to attract new clients, a DSBA practice management webinar has heard.

A well-maintained website, mobile optimisation, positive reviews, and a prominent Google search ranking all played an important role in winning business, attendees were told (13 October).

Stefan O’Connor (partner, Mannion Solicitors LLP), stepped in to deliver The Online Roadmap for Solicitors – How Some Clients Choose a Solicitor Today, on behalf of scheduled speaker Rory Conway, chief executive of The Roadmap.

Working from Conway’s slides, the solicitor highlighted how client behaviour had changed, with prospective clients increasingly researching firms online before making contact.

Referrals remain important, but referred clients also search for solicitors on Google and AI, check reviews and assess websites before deciding whom to contact.

First impressions counted, O’Connor said, and most first-time visitors to a website were on mobile phones, so smartphone optimisation was vital.

It leads to longer visits and more inquiries.

“It's amazing to see the difference when a website is mobile-optimised,” he noted. 

Bounce rate

Bounce rate – the proportion of visitors who leave without further engaging with the site – is one measure of success.

Industry benchmarks cited in the presentation suggest that family-law firms should aim for a rate of around 35–50%, following optimisation.

Clients typically click on the top three search results and will move on to another firm if a website fails to answer their questions or make a good first impression.

Therefore, a solicitor’s website should function as a “24/7 receptionist”, providing clear information about the firm’s services and making it easy for prospective clients to enquire.

Enquiry forms should collect enough information to establish the nature of a potential client’s query and help the firm assess whether it can take on the matter.

Confirmation of receipt

Automatic replies confirming receipt of an enquiry were also important, O’Connor said, as prospective clients might continue searching if they received no response.

A website is most effective if it is comprehensive.

“It's not a good look if it's simply a list of services,” O'Connor said.

There should be a welcome (landing) page, and a page for individual services complete with the name, photo, and background of the solicitor responsible for that service.

Adding relevant client reviews, frequently asked questions (FAQs), and a clear explanation of the process can help build confidence and reduce routine enquiries.

“People like to see who they're going to meet,” he said, although “selfies in the car aren't ideal”.

Photographs should show the people working in the firm rather than generic stock images.

O’Connor suggested arranging a professional photographic session annually, updated when staff joined or left.

Professional photographs of individual solicitors and the wider team not only helped establish trust but could “boost team morale and make staff feel part of the brand,” he said.

“We are all on the same team, and everyone who contributes to it deserves that contribution to be reflected,” O’Connor observed.

A firm’s Google Business Profile is another important part of its online presence.

Solicitors should keep their opening hours, photographs, and other information up to date, seek a steady flow of new reviews, and respond to feedback professionally.

O’Connor recommended asking clients for reviews when a matter concluded and providing a direct link to the firm’s review page.

Firms can maintain a tracker of completed matters and follow up with clients who have agreed to leave a review, while checking first that they have not already done so.

Negative reviews should be addressed briefly and professionally and, he said, when handled professionally they could make positive reviews appear more credible.

Cornerstone or effective promotion

An effective, updated, optimised website, and Google Business Profile were the cornerstone of all other promotional activity, O’Connor said.

Only then is it worth spending on advertising, search-engine optimisation (SEO), and LinkedIn.

Solicitors can begin by reviewing their own websites on a mobile phone, testing enquiry forms and automatic replies, checking whether photographs are current, and comparing their online presence with that of competing firms.

They could also search for key services in their area to see where their firm appeared in Google results, he suggested.

Firms can also try the check-up offered by The Roadmap.